Why Multichannel is Nothing New & Just Plain Common Sense - Sagittarius 24/7 Multichannel Travel Cosumer

agenda.

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Paul Stephen, Sagittarius introduction

Josh Whiten, Sagittariuswhy multichannel is nothing new & just plain common sense

Katy Howell, immediate future travel through the social journey of ROI

Break

Andrea Eckerstrofer, Booking.comthe mobile experience

Deri Jones, SciVisumthe search challenge

Multichannel Workshop

Q&A

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Josh WhitenDigital Marketing Director

aims.

explore the multichannel world.

understand the roles of different channels.

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look at ways to use them in our marketing.

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multi channel.

multi device.

the channels.

then.

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models.

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the different stages of the consumer journey.

examples.

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Attention Interest Desire Action

Unawareness Awareness Comprehension Conviction Action

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channels.

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integration.• novel idea of achieving synergy• consistency, continuity &

repetition

now.

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• the channels have changed• but some things remain the

same

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channels play different roles in the customer journey.

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• first and last click attribution• gone from push to pull

how has the model evolved?

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the online journey to customer purchase.

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• multiple overlapping channels in mid-part of process.

• capitalise on increased awareness using brand Paid Search.

• stronger presence in Organic & Referral.

large travel brands.

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• influence of channels more evenly spread.

• found through paid and organic search.• social media important last push towards

conversion.

medium travel brands.

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• organic search has little influence and not using social media.

• absence of wider brand awareness of credibility.

• referral traffic therefore important.

small travel brands.

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time of day.

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Online Transactions by Hour (Travel Website)

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multichannel in action. remarketing – what is it? multi channel – spanning search,

social and paid channels cross device – reaches the truly

connected consumer

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examples.

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• reached saturation on existing channels.• short & long range remarketing – 2

weeks + 11 months.• buying in traffic from previously non-

converting channels.

finca mallorca.

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• competitor brand searches via Google AdWords.

• landing page.• social retargeting.• landing page with web personalisation.

ski weekends.

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• property owners generate the revenue.• non-converting ‘advertise with us’ visitors

across their social channels..• reducing cognitive dissonance amongst

clients through brand messages.

French Connections.

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• Facebook retargeting following visit to France page.

• social comments not being monitored.• content not personalised.

holiday lettings.

key takeaways.› understand the impact of channels on your audience.› implement personalised multi channel & multi device campaigns.› remember – it’s nothing new.

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